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The Body Shop
            and Social Media

looking under the skin
 Some thoughts & ideas from a communicator
            By Charlotte Grahn
Communication in Social
Media should not only be
skin deep:
      Communication is like skin care...
      superficial treatment will not
      provide long-term results.

      Perfect skin comes from the inside.
It all starts with a skin analysis
The Body Shop Sverige right now
Twitter account – 152 followers
•  Used for product information and tips, and causes
•  Information on upcoming offers and special events is great but perhaps
   joining in and engaging in more conversations could leverage the Twitter
   efforts and provide more reasons for followers and other consumers to
   engage with the brand online.

Facebook page – over 1600 likes
•  Also used for information on products, special offers and causes
•  The postings by The Body Shop Sverige start conversations between
   members of the community but it could be rewarding for the brand to listen
   more actively and take part in the conversations. Brand ambassadors can be
   rewarded and empowered by being seen by and having an active
   conversation with the brand.

                                                         Figures as at 26th of September 2010
Better skin through
various efforts:
•  Opening a two-way dialogue on Twitter & Facebook
•  Challenging & motivating consumers to get involved in
   causes
•  Finding and empowering brand advocates
•  Using the community to identify business
   opportunities, ideas & customer insights
Planning the skin
treatment:
Facebook & Twitter reach different audiences:
•  Facebook has higher reach and is extremely visible (more space)
•  The Twitter audience is niche & their interactions with brands are often
   more direct & responsive
•  Consumers will follow a brand on either platform dependent on what they
   expect from the brand or what they want out of it


Therefore each platform should be used in
different ways, to be relevant to the audiences &
interaction ’rules’ in each community.
One product cannot do it all
  but together they make up
the daily routine

                 Facebook


                                       All platforms contribute to
                                       awareness of the brand website
                                       and the brand’s SEO.
  Gowalla/

 Foursquare
   Website
      Twi2er

                                       The different media provide
                  SEO
                 platforms for dynamic interactions
                                       & communications in
                                       environments relevant to the
                                       consumers.
                  Blogs

THE routine involves consideration of
some key principles:

                              Tell, don’t sell
   It’s about building relationships with customers – for instance
     through storytelling around the brand, products and causes

                            Create value
Provide a reason to engage, follow on Facebook or Twitter or to read
                              blogposts

                           Listen actively
   Show that you care, not only about direct comments but about
          related issues eg. sensitive skin, human rights

                    Empower brand advocates
 Seek out advocates and give them additional value – create loyalty
SO WHO DOES THIS SKIN BELONG TO?

Females looking for high-quality natural products who care
about the environment and animal testing and are interested in
social justice.
How do they use social media?
Facebook is without a doubt the most important platform, but Twitter and various
blogs can also be important.
They use Facebook to stay in contact and share information with friends but also to
find out about the latest news and products relevant to them. ”Liking” a brand on
Facebook is a way of making a statement about themselves but they also follow
brands to get exclusive information on products or offers, and to actively engage
with the brand.

Twitter is used to connect with a wider range of people, usually around a shared
interest or to get feedback or tips around brands and brand experiences. People also
follow brands to get sneak previews, to actively engage with it with feedback, tips
and ideas, to get information on special offers, or just to display loyalty to the brand.
Once our skin treatment is
applied, we can add some touches
of make up, like these tactical
ideas:
Create foot-traffic drivers for on the go consumers with offers & information
in location based services such as Foursquare/Gowalla or the upcoming
Facebook Places

Add ’Like’ buttons for products, not just for the site, for consumers to be able
to point out their favourite products.

Creating Twibbons & Badges for consumers to show their support for
causes in their social networks.

Developing embedded widgets for bloggers to link to Bodyshop causes
within their sites, increasing awareness in non-intrusive ways.
I would love to chat with you over a coffee
                    or lunch one day and discuss any
                opportunities you may have for a driven &
                         proactive communicator.


       THANK YOU FOR YOUR TIME
                       Please feel free to contact me here on LinkedIn,
                          via e-mail at charlottegrahn@hotmail.com
                                over the phone on 070-5977566
                                     or on Twitter @lottisg


Picture
Credits:
h2p://www.flickr.com/photos/jordandavidsmall


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The Body Shop and Social Media

  • 1. The Body Shop and Social Media looking under the skin Some thoughts & ideas from a communicator By Charlotte Grahn
  • 2. Communication in Social Media should not only be skin deep: Communication is like skin care... superficial treatment will not provide long-term results. Perfect skin comes from the inside.
  • 3. It all starts with a skin analysis The Body Shop Sverige right now Twitter account – 152 followers •  Used for product information and tips, and causes •  Information on upcoming offers and special events is great but perhaps joining in and engaging in more conversations could leverage the Twitter efforts and provide more reasons for followers and other consumers to engage with the brand online. Facebook page – over 1600 likes •  Also used for information on products, special offers and causes •  The postings by The Body Shop Sverige start conversations between members of the community but it could be rewarding for the brand to listen more actively and take part in the conversations. Brand ambassadors can be rewarded and empowered by being seen by and having an active conversation with the brand. Figures as at 26th of September 2010
  • 4. Better skin through various efforts: •  Opening a two-way dialogue on Twitter & Facebook •  Challenging & motivating consumers to get involved in causes •  Finding and empowering brand advocates •  Using the community to identify business opportunities, ideas & customer insights
  • 5. Planning the skin treatment: Facebook & Twitter reach different audiences: •  Facebook has higher reach and is extremely visible (more space) •  The Twitter audience is niche & their interactions with brands are often more direct & responsive •  Consumers will follow a brand on either platform dependent on what they expect from the brand or what they want out of it Therefore each platform should be used in different ways, to be relevant to the audiences & interaction ’rules’ in each community.
  • 6. One product cannot do it all but together they make up the daily routine Facebook
 All platforms contribute to awareness of the brand website and the brand’s SEO. Gowalla/
 Foursquare
 Website
 Twi2er
 The different media provide SEO
 platforms for dynamic interactions & communications in environments relevant to the consumers. Blogs

  • 7. THE routine involves consideration of some key principles: Tell, don’t sell It’s about building relationships with customers – for instance through storytelling around the brand, products and causes Create value Provide a reason to engage, follow on Facebook or Twitter or to read blogposts Listen actively Show that you care, not only about direct comments but about related issues eg. sensitive skin, human rights Empower brand advocates Seek out advocates and give them additional value – create loyalty
  • 8. SO WHO DOES THIS SKIN BELONG TO? Females looking for high-quality natural products who care about the environment and animal testing and are interested in social justice. How do they use social media? Facebook is without a doubt the most important platform, but Twitter and various blogs can also be important. They use Facebook to stay in contact and share information with friends but also to find out about the latest news and products relevant to them. ”Liking” a brand on Facebook is a way of making a statement about themselves but they also follow brands to get exclusive information on products or offers, and to actively engage with the brand. Twitter is used to connect with a wider range of people, usually around a shared interest or to get feedback or tips around brands and brand experiences. People also follow brands to get sneak previews, to actively engage with it with feedback, tips and ideas, to get information on special offers, or just to display loyalty to the brand.
  • 9. Once our skin treatment is applied, we can add some touches of make up, like these tactical ideas: Create foot-traffic drivers for on the go consumers with offers & information in location based services such as Foursquare/Gowalla or the upcoming Facebook Places Add ’Like’ buttons for products, not just for the site, for consumers to be able to point out their favourite products. Creating Twibbons & Badges for consumers to show their support for causes in their social networks. Developing embedded widgets for bloggers to link to Bodyshop causes within their sites, increasing awareness in non-intrusive ways.
  • 10. I would love to chat with you over a coffee or lunch one day and discuss any opportunities you may have for a driven & proactive communicator. THANK YOU FOR YOUR TIME Please feel free to contact me here on LinkedIn, via e-mail at charlottegrahn@hotmail.com over the phone on 070-5977566 or on Twitter @lottisg
 Picture
Credits:
h2p://www.flickr.com/photos/jordandavidsmall